Michael Schwabe, Director of Digital Strategy Has Been Thinking Too…

Your phone rings, a text message buzzes, an email arrives. Instinctively, you reach for your phone because you want to know what’s going on. And it’s not just you – every one of the 5.9 billion mobile device users worldwide is likely do the same thing.Let’s look at a few more stats:1) Mobile internet and mobile data is accessible on more than 10 billion devices worldwide2) Video-based content accounts for more than 69% of mobile data traffic3) Games are the largest category of app and mobile usage

And now, it’s exercise time – take out your phone or tablet and pull up your company website. How’s it look? What content is front and center or does your content not load at all?

If your site did load and you can see all of it, that’s awesome! Now, let’s take it a step further – is your site mobile optimized? Does the content automatically resize to fit your phone or tablet screen? Are videos on your site playing appropriately?

Now that you know how your site looks on a desktop and a mobile device – is it the image you want to show to your customers? Because any one of those 5.9 billion users could be looking at your content or interacting with you on their mobile device. And with the mobile device in their pockets or on their nightstand, you have a hyper-engaged consumer or potential consumer.

So – are you maximizing your mobile experience and content? With more than 2/3 of mobile users relying on their mobile device for information during a purchase decision, it’s possible that you could make or lose a sale before your customer service team even talks to the customer. Let’s make sure that doesn’t happen. Here are some key tips and takeaways to consider when setting up a mobile-ready site or app:

1) What content is most important to your user? It’s likely not the About Us section or anything that they have to scroll to read. Keep it short and simple. Most of the time, they want to find your location or contact information – put that front and center

2) What can you offer that is unique – a product selector, a jobsite/DIY calculator, a how-to video? Condensing your content is important, but finding engaging content beyond words will keep a user coming back to your mobile site or app long-term

3) Make it touchable – This has two meanings. First, your mobile site needs to be finger-friendly with easy to click buttons for any finger size. Second, find ways to translate the experience from the mobile device to the store/phone/email. Mobile can be a great tool, but it won’t replace a customer service associate, a live chat or a email exchange. Give them enough information to WANT to move from the digital interaction to one in real life

4) Have fun – mobile can be a great place to show off your culture and what makes you unique. There’s a good chance your competitors aren’t using mobile to its full extent and it’s a great place to beat them to the punch. Content, video, social media integration – make it all relevant but don’t be afraid to experiment and show off what makes your company as great as you know it is.